MoVoxx is a mobile advertising agency focused exclusively on SMS platforms reaching over 25 million consumers. The company urgently needed to give its clients - national brands and large interactive agencies – a more thorough breakdown of response data of ad-funded SMS campaigns.
MoVoxx has taken a unique, yet simple approach by partnering with mobile communities of US consumers who signed up for text message content (e.g. sports scores, stock quotes) on their cell phones. This gives MoVoxx advertising clients an opportunity to contextually, behaviourally and demo-target those consumers with a marketing message/call to action inserted underneath existing text message content. What MoVoxx needed was a more precise way of measuring response rates – such as REPLIES or clicks on WAP links – to be able to optimize campaign variables such as carrier, ad copy response and publisher site.
MoVoxx selected Bango Analytics because they wanted a turnkey mobile analytics solution, avoiding any software or hardware installation. “What we wanted was Google Analytics for mobile,” said Derek Merrill, Chief Innovation Officer at MoVoxx. “Bango Analytics was just that. We found it quick and easy to get a tracking link live and within minutes started to see where our mobile hits were coming from.”
Consumers responded to the 40-90 character advertisement in the SMS text by either texting back a keyword or clicking a URL embedded in the text. Using Bango Analytics, MoVoxx measured an average of 3.8% response rates on a text REPLY and over 2% response rate on a WAP link click.
Using A/B testing, MoVoxx measured which call to action caused more people to respond. “Our clients are interested in carrier-based targeting,” said Derek Merrill. “One of our advertisers placed ads across our mobile social networking SMS inventory. The short text-based ads included a URL to download a branded mobile game. We used Bango Analytics to track click-throughs, compare results across the major carriers and optimize the campaign accordingly.”
Bango provided MoVoxx with the data to continually evaluate and optimize response rates across mobile properties to maximize advertiser ROI.